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iPhone OS 3.0 due at 1 p.m. ET, 10 a.m. PT

Stop clicking the Check for Update button. According to morning reports, the OS 3.0 update won't be available until this afternoon (or late morning, if you live in the Pacific time zone).

Today's the day that iPhone OS 3.0 arrives (a free upgrade for iPhone owners, $9.95 for the iPod Touch crowd). So where is it? If you've been feverishly clicking the Check for Update button, take a break.

According to gadget blog Engadget, citing some text messages received in Hong Kong, Apple will push out the OS 3.0 update starting at 1 p.m. ET.

That sounds reasonable, especially considering that as of 11 a.m., iTunes is still telling me that OS 2.2.1 is still "the current version."

When the clock does strike 1, expect some serious delays as users flood Apple's servers. In the meantime, check out our recent iPhone OS 3.0 overview, which spotlights many of the spiffy new features.

If you are able to download and install the new OS today, let us know how it went--and what you like/don't like about the update!